WEBVTT 00:00.240 --> 00:02.340 So let's go through some subheads here. 00:03.430 --> 00:11.590 The point of the subhead is mainly to break down the copy into easily readable segments. 00:11.980 --> 00:14.930 As you can see in the example of Free from scratch. 00:14.950 --> 00:17.890 Dot com is one of our own blog contents. 00:18.280 --> 00:20.170 We have two subheads here. 00:20.590 --> 00:24.520 It's the pond you need to fish in and it's free. 00:25.450 --> 00:29.680 Both those things aren't very clear, but they're quite interesting. 00:29.980 --> 00:32.790 The pond you need to fish in, it's free. 00:33.940 --> 00:35.080 I need to know more. 00:35.320 --> 00:37.280 So continue piquing their interest. 00:37.600 --> 00:39.040 Continue dragging them in. 00:39.250 --> 00:43.600 And of course, just like the headline, you want to capture the attention of people who are reading. 00:43.750 --> 00:46.960 Some people aren't going to be sure if this is what they need. 00:47.290 --> 00:48.970 They're just going to be scanning it. 00:49.300 --> 00:51.730 Subheads is an insurance. 00:51.910 --> 00:57.910 They are there to make sure that the scanner can see if it's interesting for them, if it's targeted 00:57.910 --> 00:58.750 to them. 00:59.110 --> 01:04.510 If it is, then, of course, they're going to go back up and read it through, because once again, 01:04.510 --> 01:05.770 time is valuable. 01:05.980 --> 01:06.940 We scan things. 01:06.970 --> 01:10.390 We don't waste time on something that doesn't apply to us. 01:10.720 --> 01:17.470 So when we speak about our readers, generally, they're going to be either very interested prospects. 01:17.530 --> 01:18.990 They're going to read everything. 01:19.000 --> 01:20.320 They're just going to dissect. 01:20.320 --> 01:22.720 They're just going to consume your content. 01:23.200 --> 01:25.510 They want to flip everything upside down and check it out. 01:25.540 --> 01:26.790 They're very interested. 01:26.920 --> 01:31.930 Or there's also going to be interested prospects who are not looking to spend money. 01:32.290 --> 01:38.230 These are the scanners and these are the ones who you need to make sure that this is targeted to them. 01:38.410 --> 01:41.260 Or if it's not, they're going to bounce away. 01:41.420 --> 01:42.490 They're just going to leave. 01:42.910 --> 01:45.040 Of course, there's also a third part here. 01:45.250 --> 01:47.210 And those are the ones who aren't interested. 01:47.680 --> 01:52.030 But that's not really important because they won't be reading this in the first place. 01:52.480 --> 01:53.650 They're going to read the headlines. 01:53.650 --> 01:57.130 See, this isn't for me and move on once again. 01:57.360 --> 01:59.620 Taylor, it's so knowing this. 01:59.770 --> 02:02.710 Here are the ingredients for great subheads. 02:03.370 --> 02:05.380 You need to peak the curiosity. 02:05.830 --> 02:07.810 Don't make it plain and simple. 02:07.840 --> 02:09.250 Don't just spill it out. 02:09.850 --> 02:11.560 Keep their curiosity up. 02:12.100 --> 02:13.810 You need to be surprising. 02:13.990 --> 02:19.920 You want to get an emotional reaction of our really make them want to read the copied text. 02:20.200 --> 02:26.170 Or if it's an ad, make them want to click your ad just like the two above it. 02:26.250 --> 02:26.780 Emotion. 02:27.490 --> 02:29.080 It's all about emotion. 02:29.200 --> 02:30.640 Everything is emotion here. 02:30.790 --> 02:32.210 People buy with their emotion. 02:32.260 --> 02:34.000 People search from their emotion. 02:34.660 --> 02:36.370 We're emotional creatures. 02:36.610 --> 02:37.780 And this is how we connect. 02:37.870 --> 02:38.950 This is how we buy. 02:39.190 --> 02:40.360 This is how we justify. 02:40.870 --> 02:42.970 Focus on the emotions. 02:43.540 --> 02:46.420 And finally, inject your personality. 02:46.810 --> 02:49.090 People want a relationship with you. 02:49.450 --> 02:51.070 People want to know you. 02:51.310 --> 02:54.430 People are building the trust with you. 02:54.880 --> 02:56.020 Be personal. 02:56.140 --> 02:57.220 Create copywriting. 02:57.760 --> 03:00.160 Is that a sixth grader level? 03:00.790 --> 03:01.690 Write that down. 03:01.870 --> 03:02.960 Create Copywriting. 03:03.430 --> 03:05.770 Is writing at the sixth creator level. 03:06.550 --> 03:08.970 Writing like you talk. 03:09.400 --> 03:15.610 And in this way, when you're writing like you're talking, dad is personality. 03:16.000 --> 03:19.300 That is interesting and that is building a relationship. 03:19.750 --> 03:22.490 So let's take an example here of some bad copywriting. 03:22.690 --> 03:26.290 Now the headline is, is it time to upgrade your phone? 03:27.070 --> 03:29.460 So here are some bad subheads. 03:29.980 --> 03:32.050 Number one, your screen is cracked. 03:32.380 --> 03:33.970 Your touch screen doesn't work. 03:34.270 --> 03:35.770 You keep dropping calls. 03:36.370 --> 03:41.140 Now, notice the headline is, is it time to upgrade your phone and all these subheads? 03:41.170 --> 03:42.400 They're answering the question. 03:42.610 --> 03:46.870 Well, you're screen credit touchin doesn't where you keep dropping the calls because this subheads 03:46.870 --> 03:48.640 have already answered the questions. 03:48.850 --> 03:50.560 There's no need for me to read the text. 03:50.710 --> 03:52.690 There's nothing more for me to explore. 03:53.110 --> 03:55.390 And frankly, that's quite boring. 03:55.750 --> 03:57.070 I'm not very interested. 03:57.820 --> 04:00.940 So this isn't bad subheads or killing the curiosity. 04:00.970 --> 04:02.560 There's no emotion behind it. 04:02.590 --> 04:04.750 There's there is nothing in it for me. 04:05.200 --> 04:05.950 It's a question. 04:06.220 --> 04:09.310 And then there is an answer and it doesn't trigger anything. 04:09.610 --> 04:10.480 No emotion. 04:10.990 --> 04:13.680 Let's take some examples of some good subheads. 04:14.020 --> 04:17.230 No, the first one would be cell phone associates. 04:17.410 --> 04:20.170 Can't answer questions about your phone. 04:20.890 --> 04:27.040 Now, if that doesn't trigger curiosity within you, I don't know what will is a perfect example of 04:27.040 --> 04:28.540 a great subhead. 04:28.720 --> 04:32.290 Second one, you can buy cases for your phone anymore. 04:32.920 --> 04:36.310 Of course, they're kind of suggesting it might be outdated. 04:36.910 --> 04:42.970 But once again, that is an interesting headline that makes you think that triggers an emotion that 04:42.970 --> 04:44.500 triggers your curiosity. 04:44.890 --> 04:46.060 Great subheads. 04:46.150 --> 04:49.510 And then finally, an upgrade won't cost you anything. 04:49.660 --> 04:51.730 Well, if an upgrade doesn't cost you anything. 04:51.910 --> 04:55.990 Chances are what you have isn't very valuable to begin with. 04:56.260 --> 04:58.060 Maybe it's time you upgrade your phone. 04:58.480 --> 05:02.380 All of these are incredibly interesting and they're here to peak. 05:02.730 --> 05:03.570 Curiosity.